8:00 – 8:30 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
8:30 – 8:45 a.m.
WELCOME AND OPENING REMARKS FROM THE CHAIR
8:45 – 9:45 a.m.
BUILDING DATA-DRIVEN CONTENT: How Schools use LinkedIn to reach and engage their key audiences
Account Executive, Higher Education
Linkedin Marketing Solutions
The rise of digital and social media platforms has enabled prospective students, business leaders and alumni to research and make decisions on their own. In this new environment, content marketing is one of the best ways to engage the audiences that matter most early in the decision process and convert against your objectives.
However, schools face siloed departments, tight resources and lengthy processes that can make content marketing seem daunting. As Higher Education Lead for LinkedIn Marketing Solutions Canada, Graeme partners with schools across the country to navigate these challenges and create data-driven content that resonates with a range of audiences and stakeholders on LinkedIn.
Attendees of this session will walk away with some tips, tricks and best practices that you can take back to your campus and leverage across all of your content channels (on Linkedin and off).
9:45 – 10:00 a.m.
NETWORKING REFRESHMENT BREAK
10:00 – 11:00 a.m.
CANADIAN UNIVERSITY PRESIDENTS AS SOCIAL MEDIA COMMUNICATORS: Reward and risk for the brand as relationship builders
Jane Antoniak, King’s University College at Western University
Dr. Alexandre Sevigny, Director, Master of Communication Management program, McMaster University
McMaster University Graduate Researcher Jane Antoniak has interviewed Canadian university presidents, surveyed Directors of Communication and studied social media content for her master’s research work on leadership communications via digital technology. Does having the president of the university as a social media communicator humanize the brand? What strategies come to play between the leader and the communications department which impact the recruitment and retention of students? This newly completed, original research, supervised by Dr. Alexandre Sevigny, will be unwrapped during this seminar, providing attendees with insights into how and when they may engage their president into the digital conversation and for what outcomes.
11:00 – 12:00 p.m.
OWNING AN ISSUE YOU’RE POWERLESS TO PREVENT: How honesty and two-way communication helped Sheridan College to prevent a building delay from becoming a full-blown crisis
Christine Szustaczek, MCM, APR
AVP, Communications, Public Affairs and Marketing
In July, 2016, Sheridan learned that its new 220,000 square foot building, under construction in Mississauga, Ontario would not be ready in time for fall classes. Learn how Sheridan shared the disappointing news with 1,320 affected students and made them aware of our constraints without shifting blame to maintain people’s trust, protect our reputation, and preserve important relationships with our partners and funders.
12:00 – 1:00 p.m.
1:00 – 2:00 p.m.
HOW UNIONS ENGAGE
Priya Bates, ABC, MC, CMP, IABC Fellow
Inner Strength Communication
Imagine working in Communication and Marketing on both sides of the bargaining table. Priya Bates has led Communication roles with Canada’s largest private sector employer and one of Ontario’s largest health-care unions. In this session, she’ll share her ‘aha’ moments on what the union movement is doing right when it comes to engaging your employees. You will learn:
- The discrepancy in perceived value for the employee
- How unions create programs to drive performance, participation, promotion and pride
- The investment made to train leaders and build relationships
2:00 – 3:00 p.m.
COME IN, WE’RE OPEN: How UBC Library leveraged campus allies, students and in-house talent to build a multiple award-winning campaign
Michelle Blackwell, Communications and Marketing Strategist
In the Fall of 2016, UBC Library Communications & Marketing launched a campus-wide campaign to foster awareness around the Open Access movement and open resources available through the Library. The campaign resulted in significant increases in online traffic to the Library’s Open Access resources, increased engagement with instructive content, a well-attended event and multiple national and international awards. The campaign was executed by a four-person team on a shoestring budget of $120 CAD.
In this presentation hear how they were able to accomplish so much with so little by leveraging allies from partner faculties, identifying our core audience and determining their needs, and maximizing our in-house time and talent.
In this session, you’ll hear how to:
- leverage allies from other faculties to help elevate your campaign/brand
- identify and prioritize a core target audience
- identify audience needs through focus groups
- maximize in-house time and talent
3:00 – 3:15 p.m.
NETWORKING REFRESHMENT BREAK
3:15 – 4:15 p.m.
FAILURE TO LAUNCH: How to overcome the silo mentality and inspire amazing content through integrated communication strategy
Adam Brayford, Assistant Director, Digital Communications
Simon Fraser University
You’ve seen it before… Your institution rolls out a new communication tool– perhaps a website platform, an e-marketing tool, or events calendar– to its staff, without developing a proper content strategy, engaging in consultation or documenting a clear governance model. The result: low adoption and lukewarm enthusiasm. Sound familiar? Sometimes uniting disparate areas around common goals can feel like herding cats!
In the digital age, communicators are absolutely vital to the technology project lifecycle. Your participation can transform university/college culture and position business needs and audience expectations at the heart of technology decisions. Find out how you can position yourself at the crossroads of leadership, I.T., end users and audiences to set the tone for a successful technology rollout, one that is informed by an integrated content strategy, and driven by inclusive consultation, digital analytics and audience input.
This session is geared toward senior professionals within central comms and marketing teams; however, regardless of your role, you’ll learn how you can better collaborate with other departments and deliver strategic, on-brand, integrated communication solutions.
CONFERENCE CONCLUDES FOR THE DAY